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Metroflor rebrands its LVT lines

Screen Shot 2016-03-24 at 11.07.09 AMNorwalk, Conn.–Metroflor Corp. announced the company has streamlined and rebranded its portfolio of LVT brands under the umbrella tagline “The LVT Specialists.”

The strategy narrows the focus to five core brands, creating synergy among them: Metroflor LVT, Konecto, Engage, the new Engage Genesis, and Artistek. Together the brands provide a comprehensive portfolio of LVT products that can accommodate the needs of virtually every flooring environment at all price points.

Previously, Metroflor’s collection of brands was presented as standalone, unique and separate. Now they are integral to each other in telling a good-better-best story, guiding the consumer to the right product for their application within their unique budget requirements.

“The brands work together to provide the largest single assortment of LVT from the company that created the hottest category of product driving growth in the flooring industry today. We are The LVT Specialists,” said Russ Rogg, president and CEO.

Dryback LVT products are the primary platform for the Metroflor LVT and Artistek brands. In the floating/clic category’s good-better-best continuum, Konecto is good, Engage is better, and the new Engage Genesis is best. There are synergies throughout the entire product portfolio depending upon application and budget.

Metroflor’s online strategy for positioning its brands has changed as well. Previously the various collections/brands were presented on separate, unlinked web sites. Now, at the new, one Metroflor corporate banner guides visitors through the entire portfolio to offer the right solution for every environment. For example, depending upon subfloor challenges and budget, a floating floor can provide the good, better or best solution. Konecto with Grip Strip technology is ideal where speed of installation is the most important criteria. However, if subfloor irregularities do not permit a Konecto solution, the premium Engage Genesis with Isocore Technology would be an excellent alternative as it can even be installed over ceramic tile without the need to remove it or fill in the grout lines.

Logos for Metroflor Corp., Metroflor LVT, Konecto and Engage Genesis have been refreshed, redesigned and modernized to be more current with today’s brand conscious consumers.

Sub-brand identities streamlined, focused

Metroflor has articulated its core brands to reflect their respective identities and markets as follows:

Metroflor LVT–The industry’s most extensive assortment of traditional dryback LVT for residential, multi-family and property management, and Main Street commercial applications.

Konecto–Entry-Level: Easy-to-install floating LVT with patented Grip Strip Technology. Targeted to DIY consumers, residential replacement and new home construction, Main Street commercial, multi-family and property development.

Engage–Upgrade:  Virgin Vinyl fiberglass-reinforced clic LVT. Markets include residential replacement and new home construction, Main Street commercial, multi-family and property development.

Engage Genesis–Premium Quality: Structural LVT featuring Isocore Technology-100% waterproof with a rigid core that minimizes subfloor imperfections. Ideal for residential replacement and new home construction, Main Street commercial, multi-family and property development.

Artistek–Dryback LVT for residential, multi-family and property management, and Main Street commercial applications.

Aligned dealer program

Metroflor Corp. is introducing the new Metroflor Aligned Dealer Program as part of the brand realignment. Designed to integrate the company’s extensive LVT portfolio into a single unit at point of purchase, the program promises to enhance sales and profitability for retailers. With the theme “A Partnership for Success–Quality Products. Exceptional Benefits. Outstanding Support,” the program reflects the company-wide rebranding that positions Metroflor as The LVT Specialists.

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Aspecta—a global LVT brand for contract market

Aspecta Architecture Folder2.Norwalk, Conn. — Aspecta, an LVT brand specializing in the global contract market, has launched a premium quality Architects Folder collection.

Aspecta’s over 100 planks and tiles—52 woods, 33 stones and 25 abstracts—are featured in three product assortments in separate binders alongside a full product brochure. All technical details and sustainability credentials are included, such as Platinum level NSF 332 accreditation.

Aspecta is suitable for high traffic areas such as retail, hospitality, commercial buildings, healthcare and education. Innovations include larger plank and print widths than previously available, and the creation of a more natural look with a range of in-registered embossing techniques. It is available in a wide selection of formats from 4 x 36 planks to 24 x 24 tiles.

“Aspecta has been developed following consultation with architects and designers to ensure that it outperforms the current market offering from an aesthetic as well as practical perspective,” said Russ Rogg, president, North America, for Aspecta. “As specialists in contract LVT, it is very important to us that we show this new range in an appropriate context, and we hope to recruit many new specifiers to the category by giving them something not previously offered.”

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Tri-West welcomes Metroflor’s Aspecta contract LVT team

image003Santa Fe Springs, Calif. — Tri-West Ltd. hosted Metroflor Corp. to introduce the company’s new Aspecta line of commercial luxury vinyl tile.

Aspecta’s new specification sales team member, Becky Davin, joined Paul Eanes, vice president of Sales; and Russ Rogg, president and CEO, as they presented this new dimension in flooring for the global contract community to 40 Tri-West commercial sales representatives.

The 100-strong collection, introduced at NeoCon in June, has already secured a number of important specifications from this event, Eanes said.

Larry Johnson, Tri-West’s Metroflor sales and marketing manager, said, “Aesthetics aside, we were impressed how fully committed Metroflor is to being at the forefront of environmental responsibility, by securing the highest, Platinum level NSF 332 accreditation—sustainability for resilient flooring.”

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Metroflor rolls out design refreshment for Konecto

KonectoProductCollage_ProjectPlank_lrNorwalk, Conn. — Metroflor Corp.’s Konecto line has been refreshed with new colorations and styles for its Konecto brand.

“Keeping our portfolio of brands contemporary on the design front is a priority for Metroflor,” said Russ Rogg, Metroflor president and CEO. “For Konecto, we’ve expanded the offering with modern, on trend colorations that have received positive feedback from distributors. We’re confident they will resonate with dealers and consumers, too.”

New colorations for Konecto’s Prestige, Project and Sierra Plank Collections include:

Konecto Prestige Plank:

  • 5 new classic colors influenced by the prevailing design direction towards gray tones:  Canvas, Maple, Clay, Taupe and Ozone
  • 6” x 48”
  • 25-year residential/10-year commercial limited warranty
  • Gauge: 4.5 mm/Wearlayer: 12 mil

Konecto Project Plank:

  • 6 new colors: sandy tones with the on-trend “Greige” effect, such as Washed Ivory, Washed Almond and Washed Plateau; Sand Pearl; and Honey Nut.
  • 6” x 36” plank size 
10-year residential/5-year light commercial limited warranty
  • Gauge: 4.5 mm/Wearlayer: 6 mil

Konecto Sierra Plank:

  • 5 new colors in deeper, sophisticated and more saturated tones: Hayden, Rockland, Nampa, Ashton and Melba.
  • 6” x 36” plank size 
25-year residential/6-year commercial limited warranty

Gauge: 4.5 mm/Wearlayer: 12 mil

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Metroflor’s LVT plank receives Product Innovations award

Screen Shot 2014-07-10 at 4.34.04 PMNorwalk, Conn. — Metroflor Corp. announced that its new LVT contract brand, ASPECTA, was acknowledged by the Product Innovations 2014 awards bestowed by Buildings to an elite group of 30 finalists exclusive to NeoCon exhibitors.

According to Buildings, ASPECTA offers innovative qualities that support the efficiency and sustainability of commercial buildings. It will be showcased in the magazine’s September 2014 issue.

“We are proud that for the second consecutive year, Metroflor has been acknowledged by Buildings for our new Aspecta LVT brand, following our win for Intact LVT flooring in 2013,” said Russ Rogg, president and CEO. “In the commercial arena, we’re proud that Aspecta was singled out not only for innovation, but on the sustainability front, too. Our platinum NSF 332 designation coincided with this honor, and we feel this brand has a compelling story for the A&D community it was engineered to serve.”

The 100-strong range from ASPECTA brings a new dimension to flooring for the global contract community, with a collection of beautiful tiles and planks that combine excellence in design, color and texture.

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Metroflor wins three ADEX awards

20201 Metroflor Savanna PlankNorwalk, Conn. — Metroflor Corp. received three 2014 Awards for Design Excellence (ADEX) for its LVT flooring. Savanna Plank from Metroflor’s branded Dry-Back collection took Platinum, while Engage Essentials Tile and Savanna Tile Dry-Back received Gold Awards.

Savanna Planks’ Platinum-winning realistic Oak looks range from deep browns through gray tones in the 6” x 48” format. Hand-scraped embossing delivers a rustic, yet sophisticated appearance that simulates the unique distressed look of hand-finished wood flooring–a tactile effect that can be seen and felt.  Micro-beveled edges add a sense of definition and a rich, finished look.

On the Adex Gold front, Savanna Tiles won for realistic looks in a 12” x 24” format in six styles, ranging from deep gray, black and terra cotta tones to taupe and sand looks.

Engage Essentials Tile, a Metroflor best seller, also took Gold with its rich travertine visuals in the increasingly popular 12” x 24” format.

Metroflor brands have won 10 awards in the last three years—five Platinum, three Gold and two Silver. Previous winners include four awards for Engage Clic LVT. Aspire, Commonwealth Commercial, and Savanna Plank and Tile were also acknowledged for design excellence.

“Metroflor has worked diligently these these past few years to bring enhanced realism to our products, and we are proud to be recognized by ADEX for our ongoing, stellar design work in the LVT arena,” said Russ Rogg, Metroflor president and CEO. “True-to- life embossing and enhanced print definition will continue to be a hallmark of the products we bring to life.”

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Metroflor honors its top distributors

Tri-West Ltd. won the President’s Award as the distributor who demonstrated the most comprehensive and unparalleled support of Metroflor brands and products. Pictured from left are: Paul Eanes and Jamie Topete of Metroflor; Larry Johnson of Triwest, and Russ Rogg of Metroflor.
Triwest Ltd. won the President’s Award as the distributor who demonstrated the most comprehensive and unparalleled support of Metroflor brands and products. Pictured from left are: Paul Eanes and Jamie Topete of Metroflor; Larry Johnson of Triwest, and Russ Rogg of Metroflor.

Norwalk, Conn. – Metroflor Corp. acknowledged the dedication and hard work of its distributors across the entire brand portfolio by bestowing its performance awards for 2013 during a reception at The Palms during Surfaces.

“Our stellar 2013 results couldn’t have been achieved without our distributor partners, whose outstanding efforts made this sales achievement happen, along with our wonderful sales team. Together they keep Metroflor a vital force in the LVT industry,” said Russ Rogg, president and CEO of Metroflor.

Tri-West was honored with the 2013 President’s Award, given to the distributor that “most embodies the comprehensive and unparalleled support of Metroflor,” Rogg said.

Herregan took home the Paramount award, given to the distributor with the most outstanding sales achievement across a diversified portfolio.

Metroflor named Don Hill of the Cronin Company as the 2013 Distributor Sales Champion. Hill was recognized as the distributor rep with the “most outstanding” sales achievement “who has mastered the nuances of the flooring process and provided tenacious follow up,” Rogg said.

Larry Johnson of Tri-West won the Visionary Award, which goes to the individual whose vision, passion, conviction and pioneering attitude best served the Metroflor brand. “He managed more Metroflor brands than anyone,” Rogg said.

Metroflor also awarded top sales achievements in a product category or brands to the following distributors: 

All-Tile (Starloc); Ohio Valley Flooring (Konecto); Adleta (Artistek Floors); Tri-West (DryBack); Herregan (Engage Clic); and Wm. Bird & Co. (Prevail).

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Resilient sales rise, but do not tell whole story

by K.J. Quinn

Understanding the state of resilient flooring is similar to peeling an onion. By carefully removing each layer, one is able to uncover underlying causes impacting the business on many different levels.

“The industry still has a significant amount of unfilled capacity,” observed Dennis Jarosz, Congoleum’s senior vice president sales and marketing. “Combine that with available import products, and the biggest challenge becomes margin, as more producers compete for a market that has shown only slight overall growth.” Excess manufacturing capacity contributed to driving down prices in the mid to lower price points, suppliers say. Continue reading Resilient sales rise, but do not tell whole story

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Metroflor garners 5 ADEX awards

Norwalk, Conn. – Metroflor Corporation received five 2012 Awards for Design Excellence (ADEX) for its Luxury Vinyl Tile (LVT) flooring, including four garnered by its new Engage Locking LVT. Engage Select Tile 5148 in Oyster and Engage Select Plank 5120 in Brownville Oak took Platinum, while Engage Essentials Plank 5104 in Graham Hickory and Engage Select Plank 5129 in Canyon City Walnut won Silver. Metroflor Commonwealth Commercial Plank also was bestowed a Platinum award. Continue reading Metroflor garners 5 ADEX awards

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Metroflor seeks to ‘Engage’ consumers

New floating LVT employs Uniclic locking system

Norwalk, Conn.—Anyone who attended Surfaces couldn’t help but notice the onslaught of luxury vinyl tile products utilizing the increasingly popular locking systems. Ironically, many of the companies introducing these products were not resilient suppliers but rather laminate and/or wood manufacturers.

One of the few pure resilient suppliers that took the wraps off its new click LVT was Metroflor, which introduced Engage at a cocktail party honoring its top distributors. What separated Engage from the masses was while others introduced a product, Metroflor came to the table with a full program. Continue reading Metroflor seeks to ‘Engage’ consumers